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What Does Good Look Like In Terms Of Researching The Customer Experience?
This is one of a series of blogs from Paul Weston, the architect of The Customer Framework’s SCHEMA® toolset. In each blog he reveals the thinking behind the individual capabilities and practices that make up one part of the SCHEMA® Capability Assessment, which is becoming the World’s leading customer management benchmarking tool. There are 110 capabilities in the assessment, containing almost 400 individual practices that together provide a comprehensive definition of what ‘Good’ looks like in today’s “Customer World”. It is this definition against which organisations can be assessed and benchmarked.
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Event and sample-based customer satisfaction research
Research is carried out with customers who have been through a broad range of interaction types (e.g. complaint, purchase, enquiry, web session) to understand their experience of having done so. This is carried out regularly enough to identify changes in the quality of experience being delivered. A complimentary but not identical set of research is carried out periodically with a sample of customers who have not been through any specific interactions to understand the attitude and perceptions of customers at a 'background' level. The nature of both types of research is carefully controlled to prevent individual customers being researched too often and the sets of questions becoming too long. A small set of questions form the consistent core of all the research in order to enable comparison across customer types and over time. These core questions are reviewed at least annually in the light of findings from qualitative research and behaviour analysis. A robust process approves the non-core questions for each type of research that considers the customer experience of going through the research itself.
Qualitative customer research used to ensure focus of other research
Professionally executed qualitative research methods such as depth interviews, focus groups or projective techniques are used at regular intervals to enable both prompted and unprompted input to be captured from a range of customers. The research allows unstructured views, thoughts and feelings to be captured that would often be missed in quantitative research. It always probes and challenges received wisdom about what makes customers and potential customers 'satisfied' or otherwise with their experience. It seeks to identify new factors that impact customer perceptions, potentially due to new market entrants or product evolution, and factors that were previously trivial in terms of impact but are starting to become more important. A clear process ensures that the interpretation and analysis of the findings can either result in changes to wider research to assess the scale and impact of new factors or are explored further using techniques such as on-line listening or observational techniques.
Read the entire Paul Weston article
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